Content Marketing World Sydney - Top Insights (Day Two 2014)

If you couldn’t attend the conference or were just a little overwhelmed with the amount of content presented on the day, we’ve put together the SlideShare below to summarise the key insights from day two. Enjoy!

Transcript of "Content Marketing World Sydney - Top Insights (Day Two 2014) "

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TOP INSIGHTSCONTENT MARKETING WORLD SYDNEYDAY TWO

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When you engage the CEO to sell your
strategy, it’s often the quality of the
content that engages them first.
The roles of communications and marketing are
blurring, and the single biggest factor in that
convergence is the emergence of social media and
‘buying influencers’. These individuals represent the
ability to prove ROI because they’re trackable. The company puts in
place a series of pathways and metrics to understand and track buying
influencers’ impact on the bottom line. As long as you’re being
transparent and consistent with the stories you’re telling, customers
will sense the authenticity and your bottom line will improve.
How to Structure Your Content Team
Ray Kloss, SAP Australia & New Zealand
(While Traditional Media Channels Are Dying)
@Ray_Kloss

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Content is resource-intensive. We’re not
going to hire anyone into marketing who
can’t write.
AMP launched content marketing on a small scale
to reduce risk and allow them to prove real results
before rolling out the plan across the organisation.
The company launched a microsite around SMSF
advice, Q&AMP, to answer consumer questions and establish the
brand’s expertise in the space. AMP found that the expertise
demonstrated through the SMSF advice created a halo effect around the
entire organisation. The initial test drove more than 300,000 unique
visitors to the microsite and drove 15 to 25 per cent uplift for business.
Starting and Scaling a Content
Helen Livesey, AMP
Marketing Program

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Effective content takes time. Start small,
start smart, but start something!
Selling your ideas into the C-suite is an important
part of any marketers job – no sign off, no budget!
So how do you hunt the hippo, a hippo being the
Highest Paid Person’s Opinion?
From approaching with caution to choosing the right target, there are
certain steps one can take on this hunting mission. But the key thing to
remember is that your CEO doesn’t care about Facebook likes – they
care about sales, leads, reducing expenditure... A good content strategy
targets every stage of the buying cycle. And it outlines KPIs that can
measure returns.
Hunting Hippos — Winning Approval from
Jonathan Crossfield
C-Level for Content Marketing
@Kimota

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One of the keys of content analysis according to
Colleen Jones is qualitative analysis. How well is
your content aligned to your overall goals? How is
it serving the user? Auditing the quality of your
content can help you prioritise your topics going forward. It’s also
important to keep in mind the context of your content. Is it
appropriate for the audience? Make sure you produce a thorough
report on your findings as well. It’s not enough to dump a
spreadsheet on someone’s desk and expect them to understand it.
Don’t rush into a website without
knowing your content needs.
How to Do a Content Audit?
Colleen Jones, Clout and Does Your Content Work?
@leenjones

6.
In a whirlwind 30-minute presentation, Kevin Cain
presented his matrix for a successful content
strategy that consisted of four driving principles:
context, conversion goals, contact points and
content. At the end of the day it comes back to content. Marketers need
to think of the audience first when developing content strategies and
follow Cain's six characteristics of successful content: content that is
useful, optimised for search, customised for your buyers, demonstrates
your brand aspirations, drives conversions and promotes engagement.
Why do most content marketers fail?
Because they try to be all things to all
people.
The (Content) Matrix: How to Align, Prioritize,
Kevin Cain, Content Marketing Strategist
and Fuel a Successful Content Strategy
@kevinrcain

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The panel was focused on how to get content found through
search, social or discovery channels. The key message was that,
regardless of the platform, content marketing is about pull rather
than push. No one is in the business to create content – there is
always a product or service that brands are trying to sell – but as
content marketers know, content builds trust.
When considering distribution channels, reflecting on the
objectives of the content will help define the way you distribute it.
Remember: the calibre of the websites where content is found will
reflect back on your brand, so choose wisely.
How Big Brands Are Getting their Content Found
Panel
Trust is our currency, not the dollar.

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The worlds of technology and marketing have
converged.
This panel tackled one of the biggest challenges for content
marketers: how to effectively integrate technology to create,
distribute and measure content marketing efforts.
The served content trend: Distribution and amplification tools can
now be used to deliver content rather than waiting for it to be
found.
Falling short: Marketers need to adequately train and invest time in
the technologies they have purchased.
Strategy comes first: Marketers lack a strategy that can effectively
utilises the technology solutions out there to achieve objectives.
What Content Marketing Technologies Are
Roundtable
You Missing?

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Trust your instinct. If you ask 10 people,
you'll get many opinions.
There’s no real way to teach people to be creative
– creativity is a mindset. But there are some
things you can do to help get into that mindset.
Draw on experience: You’re human, just like your
customers. Draw on your own life experiences, as well as from
those of your audience and staff.
Consider your environment: Is your office cubicle conducive to
creativity? Get in a good headspace, both physically and mentally.
Look at things from a different perspective: Think like a child – their
view of the world is much more creative, and therefore more beautiful.
10 Workable ways to get more Creative
Chris McWilliams, Triple M
with your Content Creation
@Chris_McW

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The grass grows with a daily watering, not a
drowning once a while.
Brad and the SEEK marketing team know they are
never going to be Oreo or create an Old Spice
campaign. They also aren’t expecting to compete
with LinkedIn. But they do want to create a credible
relationship with their audience and help
people with their job and career aspirations. Along with King Content,
they adopted a seven-step approach to content marketing. It was a
structured approach and, while not as sexy as Old Spice, it’s just as
effective. They had to take their traditional brand marketing to
'always-on' engagement via social media and blog-style channels.
From every once in a while to always on:
Brad Smith, SEEK
How SEEK Publishes Consistently and Wins
@BradleyASmith

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We’re drowning in content. There’s so much
content streaming onto the web that it’ll grow by
600% in the next six years! Granted, most of it is
cat memes. Or selfies. Still, we’re already
consuming content 10 hours a day. Mark Schaefer
is convinced that there is a limit to how much we can consume. He
says marketers are working harder than ever, but people are seeing
less and less, because there is too much stuff. Marketers must look to
the next technological revolution to cut through the clutter. Marketers
who act early and embrace the next wave of immersive technology
will win a first mover advantage and customer share of mind.
Content Shock: Strategies to Cut through
Mark Schaefer, Return on Influence
Information Density
How do we cut through information density?
@MarkWSchaefer